DANGER! DANGER! The Reverse Pyramid

Companies often compile what I call the reverse pyramid and use it to direct Marketing activities and spend in order to achieve targeted growth. The thinking goes something like this:  Take the average deal size (ADS) – calculate the average selling price (ASP) – then compute how many MORE ASDs […]

A Mindful Pause

When I started From the Road, I had a simple goal – share what works. Subscribers are saying that despite all that is new, some basic principles prevail. There are customers looking for more and there are innovative providers – someone and something for everyone. Connecting these two entities is […]

Money and Marketing – Marketing Headcount – Part 2

The right construct for the marketing organization starts with the Marketing Plan. Here’s a quick look at the Marketing Plan. In the plan, marketing is laying out the programs that will be required to deliver the revenue target for the company. Finance provides guidance on the company’s operating plan, which […]

Money and Marketing – Part 1 – The Program Budget

This is a guide and is based on leading analyst guidance. Multiply the company quota for NEW license revenue by 4-6% to find the Marketing Programs Budget (MPB). License revenue can be revenue from annual subscriptions (as-a-service models) or actual license revenue – whatever revenue you recognize in your fiscal […]